Advancements in healthcare are reshaping the way we live, heal, and connect. From the rise of innovative medical technologies to groundbreaking approaches in patient care, the industry is undergoing a transformation that is as swift as it is profound. The healthcare field extends beyond traditional diagnosis and treatment methods to future-focused development for universal patient improvement. And in the MENA region, one leader who embodies this forward-thinking approach is Dr. Amer Al-Mokbel.
As the Managing Partner and Co-founder of PhenoMEd Co., Dr. Amer Al-Mokbel has been at the forefront of this transformation. Under his leadership, PhenoMEd is both a healthcare organization and a transformative force that brings advanced medical technologies and sustainable healthcare solutions to enhance lives. His commitment to both quality-oriented healthcare delivery and patient access has guided Dr. Amer Al-Mokbel toward developing purpose-driven innovative solutions that center on human needs.
Dr. Amer’s decision to enter healthcare resulted from the fundamental need to create meaningful change in people’s lives. His leadership combines strategic foresight and human approach to healthcare, where every decision is made within the patient’s best interest. PhenoMEd’s mission to revolutionize healthcare in Jordan and across the MENA region reflects his vision of a future where innovation meets compassion, and where technology serves to bridge gaps rather than widen them.
Let’s delve into Dr. Amer’s leadership philosophy, the milestones PhenoMEd has achieved, and his outlook on the future of healthcare in a rapidly changing world!
The Drive Behind PhenoMEd’s Founding
As someone deeply entrenched in the healthcare industry, Dr. Amer Al-Mokbel had a front-row seat to the challenges and opportunities that existed in the market. His decision to co-found PhenoMEd was driven by a realization that there was a significant gap in the healthcare sector, particularly in the pharmaceutical and medical technology industries across the Middle East. “As a serial entrepreneur who is deeply immersed in the healthcare sector, I could identify several opportunities in both the pharmaceutical and medical sectors all over the Middle East market,” he says.
But it wasn’t just about identifying the gap; it was about filling it. Dr. Amer Al-Mokbel and his team saw an opportunity to not only promote advanced medical technologies but also to develop the market, leverage the skills of healthcare practitioners, and introduce cutting-edge technologies. “Jordan’s reputation as a regional healthcare hub—boasting world-class hospitals, skilled professionals, and a robust regulatory framework—has positioned it as an ideal launchpad for innovation,” he shares. This provided the perfect platform to build a company that could be a bridge between the latest global medical technologies and the growing demands of the MENA region.
The driving force behind PhenoMEd’s mission can be encapsulated in Dr. Amer’s inspirational quote: “The greatest healthcare innovators combined relentless curiosity with unwavering compassion. The legacy won’t be measured in patents or profits, but in lives improved, systems transformed, and hope restored.”
Leadership Philosophy in a Dynamic Healthcare Landscape
As the Managing Partner of PhenoMEd, Dr. Amer Al-Mokbel brings a unique leadership philosophy to the company, one that is tailored to the dynamic and ever-evolving healthcare landscape. “I learned to lead by example and primarily adopted a situational leadership style,” he explains. This approach is particularly important in the healthcare industry, where change is constant, and every decision impacts not just the company but the patients and healthcare professionals the company serves.
His leadership style is a blend of assertiveness and flexibility, control and delegation, passion and dedication. It’s this balance that has enabled him to guide the organization through both calm and turbulent times. His deep understanding of the healthcare sector allows him to integrate contrasting approaches seamlessly. As he says, “I strive to integrate contrasting approaches, balancing assertiveness with flexibility, control with delegation, agility with resilience, and passion with dedication, while ensuring that business goals align with humanity and profit responsibilities.”
Dr. Amer’s leadership journey has been complemented by his academic pursuits. “Later in my career, I earned an MBA from Lancaster University in the United Kingdom,” he shares. This experience helped him refine his analytical thinking and view the business world from different perspectives. Dr. Amer’s scientific background also played a crucial role in shaping his career. He holds a BSc in Pharmacy, which gave him the opportunity to be exposed to the pharmaceutical and medical business since 1997. Further adding to his credentials, Dr. Amer Al-Mokbel is now pursuing a PhD in “International Relations & Business Diplomacy” at CEDS University in France, where he is working on his dissertation.
Core Offerings and Impact on Healthcare in MENA
PhenoMEd’s portfolio is a testament to its commitment to providing top-tier medical technologies and products across the MENA region. The company’s diversified offerings span a broad range of specialties, including general surgery, orthopedic surgeries, interventional cardiology, neurosurgery, urology, and pain management. He describes their work as “covering the entire high-end technologies and basic products including implantable, capital equipment, medical devices, and consumables that can cover the healthcare sector demands.”
The company’s role as the sole distributor of numerous renowned medical manufacturers further solidifies its position in the market. He explains, “We are the sole distributor/representative for vast renowned medical manufacturers not only in Jordan but across the MENA region for many.” This exclusive representation allows the organization to provide groundbreaking technologies in fields like laparoscopic surgery, wound management, diagnostic systems, and gynecology.
The introduction of advanced technologies in the healthcare sector is nothing short of transformative. He reflects, “The introduction of numerous technologies was transformative to the healthcare sector and the lives of patients. As the pioneers in the MENA region, we were able to significantly alter the common practice and challenge the conventional approaches endorsed in the medical field.” However, these innovations have not come without challenges, as he points out. “This endeavor was accompanied by significant constraints that necessitated significant investments in the areas of raising awareness, leveraging skills, introducing technology, clinical evaluation, advancing specifications, overcoming price sensitivity, and enhancing the health and well-being of patients.”
Technology and Innovation
PhenoMEd’s strategy revolves around adopting the latest medical technologies to improve patient outcomes while maintaining affordability. As Dr. Amer Al-Mokbel notes, “The medical industry is characterized by a rapid rate of innovation that fundamentally alters existing procedures and disrupts methods of diagnosing and treating patients.” This focus on innovation has led them to explore technologies like robotic surgery, AI in diagnostics, and telemedicine, all of which are receiving growing global interest.
Despite the high costs associated with such innovations, PhenoMEd has found ways to manage expenses through collective market strategies. He elaborates, “We are always under tremendous pressure to offer the latest technologies at very affordable prices. We could manage to overcome this through a comprehensive approach and plans to bundle the needs of several markets in the MENA collectively, making the volumes extremely high and attractive and hence offset the prices.”
Building a Legacy
Since its inception, PhenoMEd has achieved remarkable milestones that underscore its role as a leader in the healthcare sector. Dr. Amer Al-Mokbel highlights several key accomplishments, including “SALES NEWCOMER OF THE YEAR 2018 (ARTHREX),” “OVERALL SALES COUNTRY OF THE YEAR 2019 (ARTHREX),” “EXCEPTIONAL PARTNERSHIP IN 2023 (EMS)” and the prestigious BIZZ AWARD 2023 from the World Business Confederation. These accolades are a testament to PhenoMEd’s dedication to excellence and its commitment to patient care.
PhenoMEd’s ability to build strong partnerships with suppliers, healthcare providers, and government entities has been a crucial factor in its success. “We are dedicated to broadening our business reach in both geographical areas and operational scope, as this is crucial for sustaining our competitive advantage and fostering growth,” he says. These collaborations have allowed the organization to introduce innovative technologies in various MENA markets, enhancing its reputation as a trusted partner in the healthcare space.
Overcoming Challenges in the Healthcare Sector
Despite the many triumphs, Dr. Amer Al-Mokbel acknowledges the challenges that come with navigating the healthcare industry. From rapid technological advancements to intense competition from emerging players, PhenoMEd has faced numerous hurdles. However, Dr. Amer Al-Mokbel remains steadfast in his belief that success lies in agility and resilience. “It is essential to adopt a highly agile and resilient strategy. This approach should focus on enhancing value propositions, prioritizing value over price, fostering long-term partnerships with suppliers and clients, proactively pursuing business development, being responsive to customer needs, embracing a customer-centric mindset, challenging the status quo within the organization and the market,” he states.
Emerging Trends in Healthcare Post-2025
Looking ahead, Dr. Amer Al-Mokbel believes that healthcare companies in the MENA region must stay attuned to global trends that will shape the future of healthcare. As he explains, “Healthcare services are a fundamental human need, and the challenges posed by the COVID-19 pandemic have provided transformative lessons for all stakeholders in this sector.” In particular, he points to the role of disruptive technologies, such as AI, robotic surgeries, and telemedicine, which will redefine patient care.
“Healthcare companies in the region have a responsibility to monitor and adhere to global trends related to advancements in medical and pharmaceutical fields to ensure that the newest technologies are consistently brought into the region,” he says. The MENA region is poised to be a highly promising market for multinational corporations, and PhenoMEd is positioned at the forefront of this growth.
Long-Term Vision and Future Initiatives
PhenoMEd’s long-term vision revolves around continued growth, innovation, and an expanded geographical footprint. Dr. Amer Al-Mokbel envisions the company not only growing within the MENA region but also venturing into new markets in East Africa, such as Kenya, Ethiopia, and Tanzania. Furthermore, the organization is working on localizing the production of medical devices and transferring technology to meet both local demands and export needs. This groundbreaking model will help the company elevate its operations to new heights.
“Our approach involves transferring technology and localizing the production of various products for export to nearby markets while also addressing local demands,” he says. This new initiative is poised to reshape the company’s future, bringing about a transformation that will increase value, partnerships, and capital gain.
Advice for Aspiring Entrepreneurs
Finally, Dr. Amer Al-Mokbel offers some valuable advice to young entrepreneurs who aspire to make a meaningful impact in the healthcare sector. “The healthcare industry is one of the most impactful yet challenging sectors to disrupt. To build a lasting legacy, you’ll need to combine innovation with empathy, resilience with adaptability, and ambition with ethical rigor,” he says.
He concludes with a “playbook” for aspiring healthcare entrepreneurs: “Start with Purpose, Not Just Profit; Master the Regulatory Maze; Collaborate Relentlessly; Embrace the Long Game; Think Globally, Act Locally; Prioritize Ethical Guardrails; Leverage Data as a Superpower; Scale Impact, Not Just Revenue; Stay Resilient and Humble.”
PhenoMEd’s story is one of purpose, resilience, and innovation. With a strong vision for the future, Dr. Amer Al-Mokbel is leading his company to redefine healthcare in the MENA region, one patient at a time.
PhenoMEd’s Core Offerings Across Specialties
- General Surgery: Drapes, gowns, gloves, procedure packs, consumables. (Mölnlycke Healthcare)
- Orthopedic & Arthroscopic Surgeries: Implants, surgical instruments, imaging. (Arthrex)
- Laparoscopic Surgery: Laparoscopic towers, 4K technology, ICG. (Arthrex)
- Interventional Cardiology: Drug-eluting stents, Coronary Bioadaptor System, specialty catheters, IVUS, FFR, closed system injectors. (Elixir Medical, ACIST & Teleflex Medical)
- Cardiac Surgery: Intra-aortic balloon pump. (Teleflex Medical)
- Urology: Thulium fiber laser system, pneumatic/ultrasonic lithotripter, cystoscope, ureteroscope, consumables. (EMS, OUT & YigaoMed)
- Neurosurgery: Intra-cranial pressure (ICP), extra-ventricular drainage (EVD) catheter. (Spiegelberg GmbH & Co. KG)
- Wound Management: Advanced wound dressings. (Mölnlycke Healthcare)
- Pain Management: Spinal cord stimulation (SCS), peripheral nerve stimulation (PNS). (Curonix)
- Gynecology Surgery: Endometrial ablation system, fluid management system, hysteroscopy system, tissue removal system. (Hologic)
- Diagnostic Systems: Advanced cytology, molecular diagnostic systems. (Hologic)
